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Application of NUDGE to improve re-launch success

Date of publication: May 13, 2018

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence

Company: Unilever

Author: Ramanathan Vythilingam

Abstract:

In a world where the majority of brand re-launches are not successful, we look at a novel application of NUDGE, a Behavioral Sciences approach that can dramatically improve chances of relaunch success. We implemented small ideas in-market to help consumers migrate to the new brand. Initial business results (Dec 2017) have been very positive.

Ramanathan Vythilingam

Author

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Research Papers

NUDGE

Catalogue: Asia Pacific 2018: Data Research Insights Vision Excellence

Author: Ramanathan Vythilingam

Company: Unilever

May 13, 2018

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Citation

Vythilingam, R. (2018a, May 13). NUDGE. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/nudge


Videos

French government: Nudge me tender

Catalogue: Congress 2014: What Inspires?

Authors: Eric Singler, Etienne Bressoud, Françoise Waintrop, Richard Bordenave

Company: BVA Group

June 15, 2014

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Citation

Singler, Bressoud, Waintrop and Bordenave (2014a, June 15). French government: Nudge me tender. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/french-government-nudge-me-tender


Research Papers

The re-launch of a relaxant in Italy

Catalogue: ESOMAR Congress 1966

Author: Emilio Plate

 

September 1, 1966

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Citation

Plate, E. (1966a, September 01). The re-launch of a relaxant in Italy. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/the-re-launch-of-a-relaxant-in-italy


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Citation

Vythilingam, R. (2018a, May 13). Application of NUDGE to improve re-launch success. ANA - ESOMAR. Retrieved June 22, 2025, from


https://ana.esomar.org/documents/the-re-launch-of-a-relaxant-in-italy